Print promotion
A 4 × 6 card with a scannable event hierarchy and QR code.
Campaign Design · Event Promotion
Frederick Chorale
A flexible concert campaign created to carry the atmosphere of Dreams of the Emerald Isle from print to social media.
The challenge
One concert identity that needed to work everywhere.
The Frederick Chorale needed a unified promotional campaign for Dreams of the Emerald Isle. The brief called for a broad family of print, publication, event, website, and social formats, each carrying the same event information at a very different size and proportion.
The Chorale’s established audience was already familiar with choral music, but the campaign also needed to feel inviting to younger and more diverse audiences. For a nonprofit working within a limited budget, the system had to be recognizable, practical, and efficient to adapt.
- Client
- The Frederick Chorale
- Designer
- Jorrel Monterey, Taskari
- Project
- Concert campaign design
- Scope
- Print, publication, website, Eventbrite, and social campaign formats
Creative direction
Translating the concert theme into a visual atmosphere.
The brief called for rolling hills, natural colors, water, and flowing typography while avoiding an approach that felt too literal. A painterly Irish landscape establishes the atmosphere, while the sculptural serif title brings movement and a sense of occasion.
White typography stays dramatic against the scenery, and a restrained information panel keeps the practical event details clear. The result feels transportive without sacrificing readability.
Campaign system
Designed as a system—not one graphic resized four times.
The full brief covered everything from posters and publication ads to Eventbrite and social media. These selected final pieces show how the same landscape, title treatment, and information hierarchy were recomposed for each format.
Wide social
A panoramic Facebook cover built around the full landscape.
Feed content
A square composition designed for Facebook and Instagram feeds.
Vertical content
A 9:16 layout that carries the campaign into story placements.
The completed campaign
A cohesive concert identity across every promotional format.
The finished system gives the Chorale a consistent public-facing look across print and digital communication while allowing each piece to feel intentionally composed for its channel.
Client testimonial
“From the start, Jorrel was curious, professional, thoughtful, and thorough. He was also incredibly accommodating, given that we are a nonprofit with a limited budget. It was a great experience working with him.”
Kiley MeadPublicity Chair, The Frederick Chorale
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